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Marketing a Building Maintenance Business
Small and medium size building maintenance businesses can compete and even outperform larger competitors. All it takes is the right marketing plan.
Although innovation is important, consistency is critical when you market a building maintenance business. For businesses in this sector, solid execution and a commitment to core messaging are the most valuable marketing traits.
Customer loyalty isn't what it used to be. These days, customers expect value and nothing communicates value more than a solid marketing plan.
Newsletters can pack a promotional punch. How? By subtly using information to promote the benefits of your products and services. We've seen a lot of company newsletters over the years, and the best ones use a thought leadership strategy to advance key value propositions and raise the company's profile as a dominant presence in the industry. These days, building maintenance businesses to distribute newsletters through online channels (e.g. in email campaigns and as PDFs on the company website).
Hiring A Marketing Firm
Eventually nearly all building maintenance business owners consider outsourcing their promotional and advertising functions to a professional marketing firm. In this industry, marketing is all about outcomes, and marketing firms consistently deliver better results than in-house personnel for whom marketing is a secondary role. Cost is a consideration, but if you're thinking about hiring a marketing firm for your building maintenance business, experience should trump other considerations. Marketing firms that lack industry experience are sometimes unfamiliar with competitive marketing channels and may not understand the value propositions that dominate industry messaging.
Every piece of collateral your building maintenance business creates is a tangible reflection of your brand distinctive and core values. To squeeze the most impact from your collateral, it needs to be targeted toward its recipients. Delivered to the wrong person, a valuable piece of collateral will collect dust. For direct mail campaigns, premium mailing lists from established vendors can protect the value of your investment. If you're like most business owners, you invest substantial resources in the creation of quality collateral. If you don't invest similar resources in mailing lists and other distribution channels, your building maintenance business's investment in collateral will be pointless.
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